Quadrant bags creative mandate for Balaji ICE

Quadrant Communications has been assigned the advertising and communication duties of Balaji’s Institute of Creative Excellence (ICE). The win comes on the back of a multi-agency pitch that saw the participation of five agencies.

On the decision to choose Quaadrant, Punyashlok Bhakta, CEO – New Media, Balaji Telefilms, said, “There were five agencies that had pitched for the account. Of these, we felt that Quadrant had the right mix of excitement towards and understanding of the various businesses, passion for and pride in their work, and the willingness to go the extra mile. We were looking at a single agency to work across all our businesses within the Media & Education space. Hence, the pitch was to understand, assess and fix on an agency that can partner with us across businesses.”

Commenting on the win, Rajan Narayan, President & Chief Executive, Quadrant Communications Ltd, said, “Quadrant won the account after a multi-agency pitch in which the agency presented a brand campaign for ICE based on a sound insight and out-of-the-box creative thinking. We did a lot of ground work and sought to work out what is it that the TG (students) are looking for.”

There was no incumbent on the business, however, Rediffusion Y&R had done a one-off project for one of ICE’s businesses. Quadrant will be working on multiple businesses and each would have a particular budget allocated for advertising and marketing. The focus media for each of the companies would differ to suit individual business requirements. But on the whole, they would be looking largely at print and radio in terms of ATL and the digital medium in a big way, both for consumer acquisition and engagement needs. Apart from this, there will be a fair amount of BTL activities, including innovative ground events and consumer promotions.

Institute of Creative Excellence (ICE) is a part of Balaji Telefilms, one of India’s largest film and television production companies. ICE is devoted to bridging the considerable gap for professionals that exists within the media and entertainment industry, by providing world-class quality education. Courses in all major specialisations like Acting, Cinematography, Direction, Editing, Production, Scriptwriting and Sound will be offered by ICE as part of its product bouquet.

Balaji Telefilms was incorporated in the year 1994 and changed Indian television forever. Riding on the success of its shows, Balaji Telefilms rose to unprecedented heights in the late 1990s and 2000s. It pioneered the growth of Hindi television channels, which eventually led to Hindi general entertainment channels dominating prime time entertainment.